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dayspamagazine.com | JUNE 2014 95 Naturalé: "As we receive feedback we are able to serve the spas better. I per- sonally work at the shows behind our booth to receive direct feedback from beauty industry professionals." You could also aid your cause by focusing more on sales, comments HydroPeptide's Peck. "Spa owners are accountable for sales," he says. "And if they're not holding their sales team accountable, that's why they aren't making sales. They need to set goals and work towards executing them." The HydroPeptide team sits down with spa directors to set goals, he adds, and "all they have to do is execute the plan using all the resources we provide them." He notes that "only about 30% of people out there are real sales- people, and people working in spas are typically not within that 30%, so they need to be given the right tools to suc- ceed and then be held accountable." Bridgette Beuttel, brand manager at CA BOTANA, urges spa owners to increase their inventory on hand. "Those who consistently attend classes and keep up to date on their product knowledge really support our efforts," she says. And Leslie Wade, marketing manager at Malibu C, suggests captur- ing more of your clients' mobile phone numbers and email addresses "to send learning modules directly to them. These serve the dual purpose of helping to educate clients and to motivate them to come into the salon for solutions to skincare problems their doctors have been unable to normalize for them." Russell A. Jackson is a freelance writer based in West Hollywood, California. WHAT WORKS FOR YOU? No matter how supportive your vendors are, a one-size-fi ts-all approach really doesn't fi t at all. Although some companies offer structured, formal spa support programs, others prefer to customize. The Naturopathica approach to spa partner support "is all about customizable solutions," says Becky Siguenza, manager of marketing communications and outreach. "We recognize that each spa is unique and has specifi c needs to cater to its clients, so it has to be supported on an individual basis." The company maintains account managers who work with spa owners, directors and decision-makers to optimize retail opportunities, provide training and event support, recommend incentives and create custom promotions that target the spa's business goals. And some distributors also provide manufacturer-specifi c spa support. "We are certifi ed Gitomer advisors and offer Gitomer sales training," comments Carol S. Trow, president of DermaConcepts (the U.S. distributor of Environ), referring to the sales technique trademarked by author and business trainer Jeffrey Gitomer. "We have courses on retail selling, upselling, selling treatment packages, seasonal special promotions, employee incentive plans and templates to promote your business." The company also offers information on constructing operating and capital budgets and on reading fi nancial statements. dayspamagazine.com/freeinfo • Use FreeInfo #58 Readers' Choice Award M e a n s o f S u p p o r t . i n d d 9 5 Means of Support.indd 95 5 / 1 / 1 4 3 : 4 1 P M 5/1/14 3:41 PM